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The effects of schematic memory on imaginal information processing: An empirical assessment
Author(s) -
Smith Ruth Ann,
Houston Michael J.,
Childers Terry L.
Publication year - 1985
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220020103
Subject(s) - schematic , psychology , schema (genetic algorithms) , information processing , cognitive psychology , nonverbal communication , clarity , consumer information , information processing theory , cognition , communication , computer science , information retrieval , advertising , neuroscience , biochemistry , chemistry , electronic engineering , engineering , business
The relationship between verbal and nonverbal modes of processing consumer information was examined in an investigation of schematic processing, a predominantly verbal mode, and visual imagery, a nonverbal method of information processing. It was found that individuals with a schema for a marketing event exhibited both a higher incidence and greater vividness of imagery during retrieval than did subjects without a schema. No differences were observed in either the frequency or clarity of images related to actions of varying degrees of abstraction in the event schema. These results indicate interdependence between schematic and imaginal processing consistent with the Cyclical Processing Model (Hampson and Morris 1979). A number of implications, both methodological and strategic, are developed from the observed relationship between imaginal and schematic information processing.